FBO, FBS and rFBS on a marketplace: what they are, the differences, and which model pays off

The question "which is better — FBO or FBS" (and its Ozon version, "FBS or FBO on Ozon") has no single answer: the models have different cost structures, and the winner is whichever is cheaper for your particular turnover and product dimensions. Below are the economics of each and an algorithm for choosing.

FBO (Fulfillment by Operator) is a model in which the goods are stored at the marketplace warehouse, and the platform itself picks, packs and delivers orders. FBS (Fulfillment by Seller) means the goods sit in the seller's own warehouse, the seller picks the order, and the marketplace handles delivery. rFBS means the seller delivers to the customer themselves (with an own or third-party carrier). The question is not "which model is better in general", but which one pays off better for a specific product.

In short: FBO — warehousing and delivery on the platform's side; FBS — you store and pick yourself, the platform ships; rFBS — you ship yourself too.

Before launching a new SKU or revisiting the strategy for an existing one, sellers ask: "FBO or FBS, which is more profitable?" The answer depends on four parameters: turnover, dimensions, margin, and growth ambitions. There is no universal answer — there is a selection algorithm. If you do not want to run operations in-house, you can hand them to a contractor — what fulfillment is.

In this Support material we break down the three models by economics, pros and cons, and give a step-by-step selection algorithm.

Context is in the parent materials:

• Pillar "Marketplace promotion" — where the storage model sits in the overall system.
• Support "How to choose a marketplace warehouse" — overview of the models plus warehouse selection.
• Support "Turnover and dead stock" — how turnover and the model are linked.

What FBO costs include:

• Marketplace commission (5–25% of the price, depending on the category).
• Inbound logistics to the warehouse (your carrier → marketplace warehouse).
• Inbound handling (from 0 to 200 rubles per unit, depending on warehouse load).
• Storage (0.5–5 rubles per unit per day).
• Delivery to the customer (50–250 rubles per unit).
• Customer return (50–200 rubles per unit when returned).
• Disposal of dead stock (free at WB, up to 50 rubles per unit at Ozon).

A typical calculation. A product priced at 1000 rubles in the "home and garden" category, FBO:

• Commission 15% = 150 rubles.
• Inbound handling x1 = 0 rubles (at normal warehouse load).
• Storage 30 days × 1.5 rubles = 45 rubles.
• Delivery to the customer = 90 rubles.
• Returns 20% × (90 + 50) = 28 rubles (accounting for the average return flow).

Total FBO cost = 313 rubles = 31% of the price. The product margin has to be above that threshold, otherwise the product runs at a loss.

What FBS costs include:

• Marketplace commission (5–25% — usually lower than on FBO).
• Delivery to the customer (either via the marketplace carrier or your own carrier).
• Return (reverse logistics).

A typical calculation. The same 1000-ruble product, FBS via the WB carrier:

• Commission 12% = 120 rubles.
• Delivery to the customer = 110 rubles (slightly more than FBO because the parcel travels from the seller).
• Returns 20% × (110 + 60) = 34 rubles.

Total FBS cost = 264 rubles = 26% of the price. The margin has to be above that, and it must also absorb your own storage costs plus operations (packing, printing labels, handover to the carrier).

What it includes:

• Ozon commission (usually 5–10%).
• Delivery by your own carrier or Ozon Logistics.
• Return via your own carrier.

A typical calculation. A 1000-ruble product, rFBS:

• Commission 8% = 80 rubles.
• Delivery to the customer (own carrier or Ozon Logistics) = 150 rubles.
• Returns 15% × (150 + 100) = 38 rubles.

Total rFBS cost = 268 rubles = 27% of the price. Plus your own storage costs, operations, and the risk of penalties for late dispatch (see Support "Hidden deductions on marketplaces").

Step 1. Estimate expected demand. Fewer than 5 sales a day → start with FBS (risk of dead stock on FBO). Between 5 and 30 → FBS or a small FBO batch. More than 30 → go straight to FBO.

Step 2. Check the margin. If margin < 30%, FBO does not work; you need FBS or rFBS. If margin is 30–50%, FBO works with careful turnover control. If margin > 50%, FBO gives the best result, no second thoughts.

Step 3. Check the dimensions. Oversized items (length > 1.2 m or weight > 25 kg) face warehouse restrictions on WB, so usually FBS. On Ozon, rFBS is the main option.

Step 4. Check seasonality. A seasonal product at peak — FBO. Off-season — FBS or pull the stock out.

Step 5. Run a 30–60 day test period. Launch on the chosen model and measure actual turnover, real cost per unit, and the impression-to-order conversion rate (it depends on delivery speed). If the numbers do not add up, switch models.

Often the optimal strategy for a single SKU is a combination of FBO and FBS.

Scenario 1. Top SKUs plus a long tail. The top 3 SKUs in the assortment → FBO (fast delivery, maximum impressions). The other 30 SKUs → FBS (no dead-stock risk at low demand).

Scenario 2. Regional strategy. An SKU with 70% of sales in the Central Federal District → FBO at Podolsk/Elektrostal. Other regions → FBS from your own warehouse.

Scenario 3. Seasonal strategy. A seasonal SKU moves to FBO 60 days before the peak. After the peak it is pulled back to FBS or removed.

Scenario 4. Ads on FBO, organic on FBS. Some sellers keep FBO only for advertised SKUs (where delivery speed is critical for conversion) and leave organic SKUs on FBS.

Related breakdowns: Oversized goods on marketplaces, express delivery., dbs, realfbs on ozon

Related breakdowns: FBO supply to Ozon, Dropshipping on marketplaces, How to work with FBS.

"What is FBO in simple terms?" FBO (Fulfillment by Operator) is a model in which the goods are stored at the marketplace warehouse, and the platform itself picks, packs and delivers orders to customers. The seller only ships stock to the warehouse.

"What is FBS?" FBS (Fulfillment by Seller) means the goods are stored in the seller's own warehouse. The seller picks and packs the order, and the marketplace handles delivery. Control over stock is higher than on FBO.

"What is rFBS?" rFBS is a model in which the seller delivers the order to the customer themselves (with an own or third-party carrier). The marketplace acts as the storefront and takes the orders.

"How does FBO differ from FBS?" With FBO the platform takes on storage, picking and delivery — simpler, but you pay for storage and carry dead-stock risk. With FBS you store and pick yourself and the platform only ships — more control and less dead-stock risk, but more operational work. The choice depends on turnover, dimensions and margin.

"Which model is more profitable — FBO or FBS?" There is no universal answer. FBO pays off with steady demand and good turnover; FBS pays off with unstable demand, oversized items or a thin margin. A new SKU often starts on FBS and moves to FBO once the sales rhythm is stable.

• Support "How to choose a marketplace warehouse" — choosing a warehouse within the FBO model.
• Support "Turnover and dead stock" — the economics of storage.
• Support "SKU unit economics" — calculating margin with the model factored in.
• Pillar "Marketplace promotion" — the overall MPO methodology.

Calculate the real cost per unit for your top 5 SKUs under the current model. If costs exceed 35% of the price, it is time to consider an alternative. On WB, the free forseller AI audit evaluates your current economics across your cards.

The standard Trusty MPO audit includes a model calculator for every SKU that accounts for regional geography, margin and turnover.